互联网使用对农户采纳绿色农业技术的影响研究——基于河北省436个设施蔬菜种植户的调研数据

RESEARCH ON THE IMPACT OF INTERNET USE ON FARMERS' ADOPTION OF GREEN AGRICULTURAL TECHNOLOGIES——BASED ON THE SURVEY DATA OF 436 FACILITY VEGETABLE GROWERS IN HEBEI PROVINCE

关键词:  互联网使用  信息获取  绿色农业技术  技术采纳行为  社会网络

Key words:  Internet use  information access  green agricultural technology  technology adoption behavior  social network

摘要:

目的 推广绿色农业技术、强化农业绿色发展的科技支撑是实现农业经济高质量发展的根本要求。方法 文章选择了4项设施蔬菜种植户常用的绿色农业技术（抗病虫抗逆性强的新品种、生物防治、生物农药、水肥一体化），通过计算互联网使用综合得分，运用有序Probit模型实证分析了互联网使用对农户绿色农业技术采纳强度的影响。进一步，结合工具变量法和条件混合过程估计法（CMP）来克服互联网使用的内生性问题，同时检验了社会网络在互联网影响绿色农业技术采纳过程中的调节效应。结果 互联网使用能够显著提高农户的绿色农业技术采纳强度，互联网使用程度高的农户更倾向于采纳多项绿色农业技术；社会网络在互联网使用影响绿色农业技术采纳行为的过程中具有负向调节作用，在影响农户采纳绿色农业技术的过程中互联网使用能够对社会网络产生替代作用。结论 政府应加快推进农村地区互联网基础设施建设，增加农户使用互联网的可行性和便易性；积极开发公益性的绿色技术知识普及、培训、推广和教学软件，帮助农户认识、接受并采纳绿色农业技术；引导农户使用互联网促进产品销售，实现绿色农产品的优质优价。

Abstract:

Promotion of green agricultural technology and strengthening of scientific and technological support for green agricultural development are the fundamental requirements to achieve high-quality development of the agricultural economy. This paper selected four green agricultural technologies commonly used by facility vegetable growers (new varieties with resistance to pests and diseases, biological control, biological pesticides, and integrated water and fertilizer technologies). An ordered probit model was used to analyze the impact of Internet use on farmers' green agricultural technology adoption intensity by calculating a comprehensive score of Internet use. An instrumental variable method and a conditional mixed process estimation method (CMP) was combined to overcome the endogenous problem. Meanwhile, the moderating effect of social network of Internet use on green agricultural technology adoption was examined. Results showed that farmers' adoption of green agricultural technologies was significantly increased by Internet use, and farmers with high level of Internet use were more inclined to adopt multiple green agricultural technologies. Social network had a negative moderating effect on farmers' green agricultural technology adoption behavior, and Internet use could be used as a substitute of social network. Therefore, three suggestions were made as follows. Firstly, the government should speed up the construction of Internet infrastructure in rural areas and increase the feasibility and convenience of Internet use by farmers. Secondly, public service software should be actively developed for popularization, training, promotion and teaching, in order to help farmers to understand, accept and adopt green agricultural technology. Thirdly, the government should guide farmers to use the Internet to promote product sales, so as to sale green agricultural products at higher prices.